You can’t fall in love

with a company.

But if you start by looking within it, you can find the rich, and deep, and complex, and beautiful things that shape its truest self.

That core is made of things like who its parents are, where it came from, what it’s been through, what it believes, what it’s interested in, what it thinks about, what it finds important, where it spends its time, where it spends its money, how it talks, what it wears, how it treats itself, how it treats others, who it surrounds itself with, and what it has to offer the world.

Maybe you’ve not taken the steps to clearly capture that, or maybe you haven’t figured out the best way to codify or communicate that, but it sits there — for every company — waiting with so much potential. It’s called a brand.

A brand is an experience of a company’s truest self. And you can fall in love with that.